How to Succeed in Seven Tries: the Story of Wang Dali

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Even if you've never encountered Wang Dali, his beverage stand 王大力第七次创业 Wáng Dàlì Dì Qī Cì Chuàngyè — which translates to "Wang Dali's Seventh Business Venture" — will undoubtedly pique your interest. A true Beijinger, Wang Dali is easily identifiable by his glistening, clean-shaven head and the rapid-fire delivery of his unmistakable Beijing accent.

His beverage stand, inaugurated in November 2021, has stirred curiosity not just thanks to its peculiar name, but also the question: was this truly Wang Dali's seventh business venture? The choice of the number seven was no accident. In Chinese culture, seven symbolizes a pivotal point, inspiring numerous idioms and tales like 七年之痒 qī nián zhī yǎng (the seven-year itch) or 七仙女 qīxiānnǚ (the seven fairies). Yet, if one were to tally Wang Dali's entrepreneurial endeavors, the count would far exceed seven.

Wang Dali, the beverage stand owner from Beijing, radiates his trademark smile

Wang embarked on his first significant business foray in 2009 while employed under his uncle at the Austrian embassy. It was here that he became fascinated with the muffins the embassy staff would devour each day. The simplicity of its preparation, involving bacon or tuna on toast, garnished with cheese and baked to perfection, captivated him. After learning the art of Austrian muffin-making from the embassy's chefs, Wang established a muffin eatery with a campus theme near Zhangzizhonglu.

The small restaurant, spanning just 50 square meters, boasted a classroom-themed decor, comprising seven to eight mock classrooms. It quickly became a magnet for local students, and business thrived. Despite the promising start, Wang confessed his lack of fiscal discipline and spending his earnings recklessly led to his inability to keep up with rent payments. Consequently, despite booming business, he was forced to shutter his restaurant after a mere six months of operation.

Wang would sometimes pedal his tricycle through the narrow hutongs, touting his beverages

Despite this setback, Wang remained undeterred and soon seized another opportunity to venture into a new business. He repurposed a one-bedroom property in Beijing's Fulicheng into a pizzeria, offering an array of classic pizza flavors, from Hawaiian to Margherita.

The menu of the old pizza place

In an era when Taobao was just beginning to boom, Wang transitioned his business from a brick-and-mortar model to an online platform. This enabled customers to place orders through Taobao stores. Following the receipt of orders, Wang would organize delivery and collect payment via Taobao.

His business model bore a striking resemblance to contemporary takeout services like Meituan and Eleme. However, the timing posed a significant challenge. The catering industry at that time was predominantly traditional, and the concept of ordering takeout was foreign to many. As a result, placing orders through Taobao was regarded as a lengthy and cumbersome process.

Wang's pizzeria opened for approximately six months, during which time he found himself eating pizzas almost daily. However, due to escalating rental costs, he was compelled to shut down his pizza business. 

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In the years since his pizzeria shut down, Wang has dabbled in a variety of other ventures, however, it was in November 2021 that Wang opened his true seventh venture: his beverage stand in Shuangjing. Wang opted to rent a small window, leveraging Meituan as the primary platform for customers to place orders, in sync with the takeaway culture that is flourishing nowadays. 

Wang embarked on numerous entrepreneurial ventures in his past

The stand focuses primarily on coconut milk, with Wang having worked on a previous coconut venture when he lived in Guangdong. The relationships he built there paved the way for him to launch this venture in Beijing. "Coconuts are scarce in the north, which makes coconut milk a refreshing novelty in Beijing's beverage scene," he explains.

The shop's initial week saw sparse customer traffic, with only a handful of intrigued passersby pausing to inquire. Their shared query: "Have you really embarked on a business journey for the seventh time?"

During the initial period of slow business, Wang received merely four or five orders daily. In those tough times, he would often pen heartfelt messages to his customers, like "Life is heroic, and starting over is not a big deal."

The paper bags at Wang Dali's place come with motivational quotes

However, the power of social media transformed the business when the shop saw a sudden surge in popularity on the platform Red. Several bloggers had posted notes stating it was "the most unique milk tea shop you will find in Beijing." These posts garnered over 3000 likes, causing a significant increase in Wang's customer base.

For Wang, entrepreneurship mirrors the effort it takes to conquer a mountain. He likens it to the delicate art of braising pork. "In my view, launching a venture is akin to the process of braising pork," he says. "For me, the aim is not to braise it to the point where the broth evaporates -- it's best served when it's still juicy. The same philosophy applies to my businesses. I've tasted failure before, and my goal isn't necessarily to keep Wang Dali running indefinitely. Instead, if this business model proves successful, I'll initiate a new venture, employing the model and lessons I've learned from the past. That's what truly matters to me."

王大力第七次创业

Area B, Fuli City, Guanghuabei Yijie

光华北一街富力城B区

Hours: 9am-10pm

Phone: [phone]

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Images: Courtesy of Wang Dali, Irene Li

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